Led marketing and branding activities for GM’s new commercial electric vehicle and Last Mile delivery company. Launched the brand at CES 2021.Data & Analytics- Implemented a robust marketing tech stack centered on data analysis and optimization.- Instituted analytic and measurement practices that drove efficiencies and results across the company.Inbound & Growth Marketing- Executed demand generation activities with Account Based Marketing strategies.- Managed the execution of paid media strategies including search, social, and streaming TV.- Guided Search Engine Optimization (SEO) and Conversion Rate Optimization (CVR/CRO) programs.- Shepherded a social media strategy that increased brand awareness, supported product launches, and drove sales.Marketing Automation & Email Marketing- Launched GM’s only 100% cloud-based CRM, improving the speed and effectiveness of audience communication.- Grew customer database and nurtured/qualified thousands of sales opportunities by creating a marketing machine hyper-focused on identifying, targeting, converting, nurturing, qualifying, and selling.Experiential Marketing- Oversaw the execution of a global trade show and conference strategy that directly led to revenue.- Executed a multi-city roadshow with elevated experiences across North America.- Launched BrightDrop Live, a remote showroom with 1:1 digital experiences for customers to see our products remotely.Brand & Content- Created the brand strategy, guidelines, & personas. Managed all brand execution activities.- Built an in-house studio to produce videos, photos, and sales content like white papers, articles, product brochures, and industry reports.- Launched a website CMS, enabling 3 redesigned websites in 2.5 years and real-time optimizations based on campaign insights.Marketing Operations & Team Leadership- Grew a fantastic team using a hybrid operations model that enabled speedy, high quality execution.- Managed an efficient marketing budget.

Recruited to lead all marketing and branding activities for GM’s new ebike business shortly after its launch. Operated in Europe and planned a U.S. and Canada launch, but ultimately managed the program shutdown due to the COVID-19 pandemic.- Led all marketing and sales activities – built budgets, negotiated agency scope, navigated overseas contracts, and oversaw campaign resources.- Directed partnerships with large corporations such as Amazon, Costco, and Disney.- Engineered the North American launch of the brand and the all-new Verity full-size ebike.- Operated campaigns in The United States, Canada, Belgium, Germany, and The Netherlands.- Grew the marketing team and shepherded campaign strategies including paid media, organic acquisition, social media, and experiential.

Led performance marketing strategies, including implementing a new marketing tech stack and creating SOPs and guidelines for audience building.- Managed digital and organic media campaigns.- Created go-to-market campaigns for the brand new XT4, XT6, CT5, and CT6 models.- Standardized ad fraud procedures and KPI reporting.- Consulted on creative strategy and media buying for linear and streaming TV, out-of-home, and print campaigns.- Supervised complex tent-pole campaigns for the Oscars, the ESPYs, the PGA Tour, and CES.

Led performance marketing activities and implemented GM’s first fully-attributable media strategy. Owned all acquisition media — digital, social, search, video, print, and OOH — achieving 110% user growth YOY.- Improved media efficiencies through innovative performance marketing pilots, resulting in a 34% decrease in cost per acquisition and a 76% increase in revenue per user YOY.- Automated reporting and data delivery, enabling more than 2,000 campaign optimizations in a single year.- Directed cross-functional agency teams in implementing more than 925 creative units in one year.- Led local experiential strategies to produce more than 280 events across the US and Canada in 2018.

Joined a growing digital marketing agency, quickly showed value, and was made a Partner after one year. Oversaw all operations, business development, client relationships, and campaign management.

Founded this startup when the iPad was first introduced to take advantage of the exploding demand to convert book manuscripts to digital formats. Sold the company after 11 months.